Budget reallocation planner

Review proposed budget moves with their evidence and expected tradeoffs.

Replaces: the budget spreadsheet rebuilt every Monday

Tallyfield · Budget reallocation planner

Budget reallocation plannerTallyfield

Rachel KimGrowth leadRK

Proposals: 5; Prepared Monday from the last 28 days
Shift: $6.4k; Of a $67,000 monthly budget, total unchanged
Approved: 2; Each re-reads budgets before it runs

Cost per demo request by campaignLast 28 daysPrior 28 days

Amount	Evidence (28 days)	Expected	Status
$2,400	CPA $420 vs $200	+2 to +4 demos	Proposed
$1,800	CPA $310 vs $150	+1 to +4 demos	Review
$900	CPA $480 vs $290	+1 to +2 demos	Approved
$700	CPA $350 vs $200	0 to +1 demos	Proposed
$600	CPA $450 vs $250	+1 demo	Approved
$1,000	Brand lost 22% to budget	+3 demos	1 of 2 applied
$1,000	CPA $405 vs $240 at the time	+2 demos	Applied

Ran Monday at 7:00 AM

Pulled 28 days of spend and demo requests from Google Ads, LinkedIn Ads, Meta Ads and Reddit Ads
Read current budgets for 11 campaigns: $66,000 of $67,000 allocated
Prepared 5 proposals moving $6,400, with the total budget unchanged

LinkedIn → Google search

$2,400 · lower CPA

Proposed

Budget change, drafted for review

Move $2,400 per month from LinkedIn Sponsored Content to Google Search (Invoice automation). - LinkedIn Sponsored Content: $14,000 → $11,600 (-17%) - Google Search, Invoice automation: $18,000 → $20,400 (+13%) - Total budget unchanged at $67,000 Why: over the last 28 days LinkedIn cost $420 per demo request (30 demos on $12,600) against $200 on Google search (84 demos on $16,800), and search lost 18% of impression share to budget. Expected: roughly 5 to 6 fewer LinkedIn demos and 8 to 9 more from search, a net +2 to +4 demo requests a month. This is an estimate; extra search clicks will cost more than the current average. LinkedIn stays above the $10,000 monthly commitment. Before writing, current budgets are re-read in Google Ads and LinkedIn Ads, and the change stops if either has moved since Nov 12.

From: LinkedIn Sponsored Content: $14,000 → $11,600 per month (-17%)
To: Google Search, Invoice automation: $18,000 → $20,400 per month (+13%)
LinkedIn, 28 days: $12,600 spend, 30 demo requests, $420 per demo
Google search, 28 days: $16,800 spend, 84 demo requests, $200 per demo
Headroom: Search lost 18% of impression share to budget
Constraints: LinkedIn stays above its $10,000 monthly commitment; both moves under the 30% weekly cap
Uncertainty: Extra search spend will cost more than the $200 average; estimate $260 to $300 per demo

History

Nov 12Proposed from the last 28 days
Nov 6Last week's move took Sponsored Content from $15,000 to $14,000

Runs on its own

Prepares new proposals weekly

Every week it reads 28 days of results and current budgets, prepares balanced moves within your caps and minimums, and re-reads budgets before any approved change runs.

Waits for you

Any change to spend

Any change to spend waits for your approval. Forecasts are estimates, and a write it can't confirm is never retried on its own.

Works with

Google Ads
LinkedIn Ads
Reddit Ads
Meta Ads

What it keeps track of

Budget plan: Monthtotalcurrencycapsminimums
Campaign allocation: Providercampaigncurrent budget
Evidence: Windowspenddemo requestscost per demo
Proposal: Paired changesrationaleuncertaintydecision
Execution: Provider writeread-backoutcome

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